Innovative Social Media Campaign Ford Fiesta: Behind-the-Scenes Product Placement

Car manufacturer Ford, product placement company [highlight]Stone Management[/highlight] and online marketing agency Wpromote, recently teamed up to launch a behind-the-scenes social media campaign in conjunction with the forthcoming Tom Hanks film Larry Crowne. (click on the pic to play the video)The campaign promotes the Ford Fiesta via product placement and features Hanks’ assistant Bo Stevenson, also known as “FiestaBo.” During the filming of “Larry Crowne,” Stevenson and [highlight]Stone Management[/highlight] took videos and pictures of behind-the-scenes action, which would later be used as engaging content for both the movie and the new Ford Fiesta. The content was then posted to YouTube and Facebook. The YouTube channel has received more than 70,000 video views, and the Facebook Page has garnered nearly 16,000 Likes.In the embedded via above, Stevenson explains the campaign as a “social media experiment” that attempts to give fans a true behind-the-scenes look at what it’s like to work in Hollywood. As Stevenson assists Tom Hanks, viewers get to see what it’s like to drive Hanks to work every morning, fetch a typewriter for Hanks to make old-school script changes and chat with the other actors on set.

While the success of the campaign is mediocre, we’re more impressed with the innovative approach to product placement. As the film wasn’t car-centric, Wpromote and [highlight]Stone Management[/highlight] needed to launch a creative way to showcase that the Ford Fiesta was key to the movie’s filming. Highlighting the daily life of Tom Hanks’ assistant as he drove around in the lime green Fiesta was an inventive way to do just that.